At What Price Fast Fashion? Greed Tackles a Controversial Subject

There have certainly been film comedies about the fashion world before. A few examples: Robert Altman’s Prêt-à-Porter, early-aughts romp Zoolander (and Zoolander 2, at that), and, of course, the elegant ’50s romantic comedy Funny Face, starring Fred Astaire as a world-famous fashion photographer and Audrey Hepburn as the up-and-coming model he falls in love with.

But Greed—the new film written and directed by Michael Winterbottom (Wonderland, 24 Hour Party People) and starring Winterbottom’s frequent collaborator, the comedian Steve Coogan (The Trip, Tristram Shandy: A Cock and Bull Story)—seems to have more than a bit of mischief on its mind. To be sure, it is nothing like Funny Face.

Greed is about a disgraced British billionaire (Coogan), accused of financial mismanagement, who tries to save both his faltering retail fashion empire and his own reputation by throwing an extravagant and highly publicized 60th birthday party on the Greek island of Mykonos. (Comparisons to Philip Green, the controversial Topshop billionaire, are certainly not coincidental.) And while the film is funny, it also addresses some serious issues, like the support system of cheap global labor propping up fast fashion.

As Coogan said at a preview screening at Cinépolis Chelsea on Monday night—the audience included Winterbottom, Dermot Mulroney, Gina Gershon, Nikki M. James, and Ebon Moss-Bachrach—“It’s an important film, I think, because, like all of Michael’s films, it’s about something. But hopefully it’s not sanctimonious or dull: deep waters lightly skipped over.” He added, “I hope you’ll agree that the subject matter is worthwhile and worth talking about.”

And, indeed, as the crowd gathered afterward at the Fleur Room’s dazzling rooftop bar (which, ironically, featured a view of the brightly lit H&M logo off in the distance)—drinking specialty cocktails and dining on sliders, tuna tartare, and eggplant crostini—the film was very much the topic of conversation, particularly its somewhat shocking ending. No spoilers here, but let’s just say that Greed might be a comedy, but it doesn’t end on a one-liner.

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